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The zero-price effect extended: An empirical study of multi-component online mobile services
Blekinge Institute of Technology, Faculty of Engineering, Department of Industrial Economics.
Blekinge Institute of Technology, Faculty of Engineering, Department of Industrial Economics.
Blekinge Institute of Technology, Faculty of Engineering, Department of Industrial Economics.
2014 (English)Conference paper, Published paper (Refereed)
Abstract [en]

The zero‐price effect implies that people forgo a favourable option for a free one, not only because the free one brings no cost but also because it creates a higher positive feeling which people use in making decisions. We extend previous studies by testing this effect for three‐component online mobile services in a business‐to‐business context. Two survey experiments are conducted using a sample (N=113) of Swedish hauler managers. In none of the experiments we find any zero‐price effect. Free promotions may therefore be less effective in the business‐to‐business context than in the business‐to‐consumer context.

Place, publisher, year, edition, pages
2014.
Keyword [en]
pricing, zero-price effect, mobile services, multi-component products
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:bth-10695OAI: oai:DiVA.org:bth-10695DiVA: diva2:854289
Conference
47th Academy of Marketing Conference, Bournemouth
Funder
VINNOVA
Available from: 2015-09-16 Created: 2015-09-16 Last updated: 2015-09-22Bibliographically approved

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https://marketing.conference-services.net/resources/327/4002/pdf/AM2014_0349_paper.pdf

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Sällberg, HenrikWrenne, AndersBlomqvist, Jennie
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CiteExportLink to record
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Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
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Language
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Output format
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